In 2003, beneath a looming green highway destined to become the Greenway, we reimagined a former biscuit factory. Embracing industrial chic, we led with bold, unconventional work—designed to attract the adventurous before it was a trend.
Brand Strategy
Naming
Identity
Advertising
Print
Signage
Website
IT’S THE ATTITUDE
The logo references the views of the water from the building’s huge balconies as well as the number on the address.
The tagline “It’s the attitude” captures Strada 234’s bold, industrial spirit—designed for those who saw potential before it was obvious. More than style, it reflects a confident, ahead-of-its-time mindset.
French folds with a die cut showcasing the exact view from a window and time of day it was photographed.
Strada 234, in Boston’s West End, began as the Austin Biscuit Company in the early 20th century—later home to Loose-Wiles and Sunshine Biscuit. A legacy of industry, reimagined.
Rather than focus on the building, we branded a lifestyle—Boston’s first concept-driven campaign, using people to spark image and desire.
